PENGARUH WEBSITE QUALITY TERHADAP IMPULSIVE BUYING PADA SOCIAL COMMERCE / THE INFLUENCE OF WEBSITE QUALITY ON IMPULSIVE BUYING IN SOCIAL COMMERCE

TINEUKEU ARIYANTI, . (2026) PENGARUH WEBSITE QUALITY TERHADAP IMPULSIVE BUYING PADA SOCIAL COMMERCE / THE INFLUENCE OF WEBSITE QUALITY ON IMPULSIVE BUYING IN SOCIAL COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan internet di Indonesia mengubah kebiasaan masyarakat dalam beberapa sektor, salah satunya sektor perdagangan. Adaptasi digital yang masif mengubah cara orang berbelanja lewat kehadiran e-commerce. Namun terdapat perbedaan pada sisi hedonic shopping motivation, di mana terdapat pengguna yang melakukan pembelian hanya jika benar-benar membutuhkan barang tersebut. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh dari website quality terhadap impulsive buying, utilitarian value, dan hedonic shopping motivation. Lebih lanjut, pengaruh mediasi dari utilitarian value dan hedonic shopping motivation juga akan diteliti. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan teknik purposive sampling dengan kriteria responden pernah melakukan pembelian secara impulsif, berdomisili di wilayah Jabodetabek, dan berusia minimal 17 tahun. Seluruh data yang terkumpul kemudian diolah dan dianalisis menggunakan program SEM-PLS melalui beberapa tahap pengujian yaitu melihat nilai convergent validity, discriminant validity, reliability, coefficient of determination, predictive relevance, effect size, dan path coefficient. Hasil penelitian menunjukkan bahwa setiap hipotesis berpengaruh signifikan, kecuali mediasi utilitarian value terhadap pengaruh dari website quality terhadap impulsive buying. ***** The growth of the internet in Indonesia has transformed consumber habits in commercial sector. Massive adaption has altered shopping behaviour through ecommerce. However, there are differences regarding hedonic shopping motivation, as some consumer make purchase only when they genuinely need the item. Therefore, this study aims to analyze the impact of website quality on impulsive buying, utilitarian value, and hedonic shopping motivation. Furthermore, the mediating roles are also examined. This study use quantitative method employing purposive sampling. Respondents of this study consist of those who have a history of impulsive buying, reside in the Jabodetabek area, and be at least 17 years old. The collected data then processed and analyzed using SEM-PLS software through several testing stages, evaluating convergent validity, disciminant validity, reliability, coefficient of determination, predictive relevance, effect size, and path coefficient. The results indicate that all hyphotheses are significant, with the exception of the mediating role of utilitarian value.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Diena Noviarini, M.M.Si. ; 2). Fildzah Shabrina, S.Pd., M.Kom.
Subjects:	Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Tineukeu Ariyanti .
Date Deposited:	23 Sep 2026 02:45
Last Modified:	23 Sep 2026 02:45
URI:	http://repository.unj.ac.id/id/eprint/73948

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